Just like the "Taekwondo diplomacy", there is also something called, the "cell-phone diplomacy". Last year, one of the biggest mobile phone companies in South Korea, 'Anycall', put together extraordinary and ambitious efforts to produce TV commercials aiming to promote not just its products but also the unification of the two Koreas. It brought about an occasion where, for the first time ever, a North Korean 'celebrity', together with a South Korean one, was casted as the main model. When I first saw the commercial, I was very surprised and also skeptical; skeptical with whether the North Koreans were 'real', including the celebrity. I was living abroad and did not hear much news about the commercial and so just took it as yet another 'fictionalized' situation for TV. When I found out that the whole thing was real(as in, they are really North Koreans), filmed in China, I was rather taken aback. I remember thinking out loud, when did the two countries become so 'close' to make such a commercial, also being shocked at the fact that North Korea actually allowed such a thing. Basically, I realized I had been way too ignorant with issues of my own country.
You can see the clip here. It is very obvious with the message it's sending.
Also, on the discussion of how different the two Koreas are, this clip emphasizes a lot of those differences; starting from the appearance of the two representive celebrities, what they are famous for etc. I think that the makers of this commercial may have brought out those differences more strongly than was neccessary, acknowleging the fact that we are very different and trying to convey that even though we are this much different we can still be one, using comments that emphasize familiarity and oneness; the slogan being "One voice/echo".
Is such a diplomatic tactic effective?
I think so, to a certain degree. Although I do not know if the commercial was ever shown in the North, it does bring close the issue of North Korea to the general population in the South, at least, for a while and 'superficially' and it does reflect a level of development in the relationship of the two sides. However, we saw in the film JSA, the soldiers do get along very well over 'superficial' issues, not seeming so different to each other. But when serious, fundamental issues were put on the table, we also saw the sudden tension, a dramatic change in the atmosphere; they all froze, seized in fear and shock.